Sonic branding is powerful but requires strategic planning and consistency

Biprorshee Das

At Zee Melt, Sixieme Son’s Ella Duda, outlines why sonic branding is something brands can no longer ignore or approach as an afterthought.

According to Ella Duda, international strategy director, Sixieme Son, France, the power of sound as a disruptor existed even before COVID-19.

During a presentation at the ZeeMelt conference, she cited a recent study that showed that sonic brand assets surpass visual cues when it comes to grabbing attention. When sonic brand cues are included in advertisements, they’re more effective.

“As marketers, we need to look at what makes visual cues more impactful – it’s mainly sonic cues such as music, voice and sound effects,” said Duda. “We’re not looking at the screen anymore because we have so many screens and...

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